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Gen Z: ‘Dry January is outdated’
By Miona MadsenAccording to data gathered by pub owner and brewer Greene King, 20% of Gen Z don’t drink alcohol and view the alcohol-abstaining tradition Dry January as outdated.

The nationwide survey of UK adults conducted by Greene King found that one in five of the 18-24-year-old generation doesn’t drink alcohol, which is 12% higher than the national UK average of other legal-drinking age groups.
The research suggests that despite 22% of UK adults being set to partake in Dry January in 2025, Gen Z now views the alcohol-abstaining tradition as outdated.
Among Gen Z, many are adopting a flexible relationship with alcohol, which means they see no need to cut down for just a month, as they moderate their alcohol consumption all year round.
Furthermore, 33% of respondents believe the UK’s drinking culture is now more inclusive for non-alcohol drinkers than it was five years ago, with 27% stating they feel less pressured to drink – demonstrating a growing trend towards a flexi-sober lifestyle.
This is aided by the emergence of better quality and more varied no- or low-alcohol drinks. Almost half of the UK (46%) said the options were more appealing, with this rising to 52% among the Gen Z demographic.
According to the survey, the top three sober cities in the UK are Norwich, with 26% of adults being sober; Portsmouth, with 19%; and Southampton, with 17%.
The nation is believed to be embracing people who choose not to drink alcohol now more than ever, with more than eight in 10 Brits revealing friends and family would be supportive if they decided not to have a drink.
Pub culture evolving
UK pub culture is also evolving beyond simply being a destination to consume alcohol. The majority of people visiting a pub visit to go for a meal (64%), to meet friends (60%), or to spend time with family (46%) rather than solely to have a drink (42%).
The changing attitude to drinking is reflected in the nation’s outlook on visiting pubs. Six in 10 Brits state they would happily go to the pub for a no- or low-alcoholic drink, rising to two-thirds (66%) of Gen Zs.
Andrew Gallagher, brand and marketing director at Greene King, said: “There’s no doubt that the UK drinking culture has seen a notable change in recent years. For today’s drinkers, the consensus is they want more options, whether that’s full strength or low-and -no alcohol, regardless of what month it is.
“Pubs are more than just a great place to enjoy a drink; they are perfect for socialising with family and friends all year round, whether you’re drinking or not.”
For Dry January, Greene King has partnered with independent brand CleanCo, founded in 2019 by TV personality Spencer Matthews, to offer a range of alcohol-free ‘spirits’.
The rise of demand for low- and no-alternatives for spirits has not gone unnoticed by brands. IWSR Drinks Market Analysis described the low-and-no sector as being in a ‘transformative period of growth’ just before Christmas 2024.
To start the year, The Spirits Business published The Low & No Masters 2025 results, highlighting the growing category and producers.
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